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Emotiv Systems, Inc.
Emotive Systems is at a crucial crossroads in the development and sale of their product. They need to find the best way to get to the market quickly but also get the device on enough user’s heads to grab a foothold in any industry they choose. There are many different paths the company could take and lots of things to consider before choosing one. Do and Le must consider which device/s they want to target, how best to distribute the product, the pricing structure (and any future discounts or rebates), their competition, their strategy, and the future of the company.
Game Consoles One option for EPOC is to enter the video game console market. With estimated worldwide sales to reach 40 billion globally in 2007, there is huge potential in this category. However at first glance none of the three big name consoles are ready to partner with EPOC. The Wii consoles shouldn’t be pursued for the obvious reason that the platform doesn’t have the performance that is necessary to support the Emotiv software. Xbox, on the other hand, would be a great platform for the headset unfortunately Microsoft is taking a conservative approach to new technology. Microsoft does see the system as “very interesting” but will wait to see it succeed before adopting it. The third console, PS3, suffers from internal hesitation (chicken before the egg scenario), however the European Sony could be a great place to kick off our product. The company could begin to sell an EPOC Lite in Europe to get the product in the hands of consumers. This would accomplish a few things. First the company would develop a game package for a relatively low cost (2.5 million euro compared to a normal games cost of up to $20 million) that could be later sold with the headset to increase the “out of box experience”. This move would also be a foot in the door with Sony which might later lead to sales in the US (once Sony sees the market for it) With the sales numbers from the Eye Toy as a
Emotive Systems is at a crucial crossroads in the development and sale of their product. They need to find the best way to get to the market quickly but also get the device on enough user’s heads to grab a foothold in any industry they choose. There are many different paths the company could take and lots of things to consider before choosing one. Do and Le must consider which device/s they want to target, how best to distribute the product, the pricing structure (and any future discounts or rebates), their competition, their strategy, and the future of the company.
Game Consoles One option for EPOC is to enter the video game console market. With estimated worldwide sales to reach 40 billion globally in 2007, there is huge potential in this category. However at first glance none of the three big name consoles are ready to partner with EPOC. The Wii consoles shouldn’t be pursued for the obvious reason that the platform doesn’t have the performance that is necessary to support the Emotiv software. Xbox, on the other hand, would be a great platform for the headset unfortunately Microsoft is taking a conservative approach to new technology. Microsoft does see the system as “very interesting” but will wait to see it succeed before adopting it. The third console, PS3, suffers from internal hesitation (chicken before the egg scenario), however the European Sony could be a great place to kick off our product. The company could begin to sell an EPOC Lite in Europe to get the product in the hands of consumers. This would accomplish a few things. First the company would develop a game package for a relatively low cost (2.5 million euro compared to a normal games cost of up to $20 million) that could be later sold with the headset to increase the “out of box experience”. This move would also be a foot in the door with Sony which might later lead to sales in the US (once Sony sees the market for it) With the sales numbers from the Eye Toy as a